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Marketing Strategy & Management
Engelsk Paperback
Marketing Strategy & Management
Engelsk Paperback

684 kr
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6 - 8 hverdage

Om denne bog
Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership.
 
The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House. 

Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text.

This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels.

Diane M. Phillips is Professor of Marketing at Saint Joseph′s University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland.
Product detaljer
Sprog:
Engelsk
Sider:
544
ISBN-13:
9781529778557
Indbinding:
Paperback
Udgave:
ISBN-10:
1529778557
Kategori:
Udg. Dato:
24 feb 2023
Længde:
29mm
Bredde:
248mm
Højde:
190mm
Forlag:
Sage Publications Ltd
Oplagsdato:
24 feb 2023
Forfatter(e):
Kategori sammenhænge